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研究潜在客源市场的需求对设计红色旅游地的旅游项目、提高旅游效益意义重大。塔卧是湖南湘西自治州的一个待开发红色旅游地,因为红色旅游的特殊性,将其客源市场分为纵向市场和横向市场。通过对塔卧周边的吉首市、永顺县、张家界市、凤凰县的客源市场分析,得出塔卧潜在客源市场的需求特征为:纵向市场以接受教育、体验生活为主要动机,出游方式以亲友和家庭为主,选择在塔卧不过夜、一日游,旅游消费意愿集中在400元以下,农家旅馆和红军的简易床是主要的住宿选择;横向市场以观赏自然环境和人文景观为主要动机,出游方式以旅行社组织为主,选择在塔卧过夜一天,旅游消费意愿低,农家旅馆和星级酒店是主要的住宿选择。
Research on the needs of potential source markets is of great significance to the design of tourism projects in red tourism destinations and the enhancement of tourism benefits. Tower lying is a red tourist area to be developed in Xiangxi Autonomous Prefecture of Hunan Province. Because of the particularity of red tourism, its source market is divided into vertical market and horizontal market. By analyzing the source market of Jishou City, Yongshun County, Zhangjiajie City and Fenghuang County around the tower, we can draw the conclusion that the demand characteristics of the potential source market are as follows: vertical market is mainly motivated by education and experience life, Way to relatives and family, choose to stay in the tower overnight, day trips, travel spending will focus on less than 400 yuan, farmhouse hotel and the Red Army’s simple bed is the main accommodation options; horizontal market to watch the natural environment and cultural landscape As the main motivation, travel agencies mainly organized by travel agencies, choose to spend the day in the tower lying overnight, low willingness to travel, farmers hotels and star hotels are the main accommodation options.